I think generally there is no question that there is a collection of measures that are important to combine.
The taxes themselves have been an enormously effectively measure to discourage smoking because as the cost has gone up that has caused a lot of people to quit.
Measures like plain packaging, which is going to be implemented here and which is really the elimination of the last form of legal advertising of tobacco, are also important.
But the kind of money that we're talking about investing in a proactive way first allows you do a traditional advertising and public awareness. It would allow us to use new social media tools to reach out to young people, where we really want to stop people from getting involved in smoking in the first place. It also gives you the ability to study what's causing people to take up smoking, and to be much more effective in the policy and legislative responses that we have.